Determinants of Online Purchase Intention on Tokopedia: The Role of the Technology Acceptance Model, Personal Innovation, and Behavioural Control
Faktor-Faktor yang Mempengaruhi Minat Beli Secara Online di Tokopedia: Peran Model Penerimaan Teknologi, Inovasi Pribadi, dan Pengendalian Perilaku
DOI:
https://doi.org/10.21070/ups.11072Keywords:
Technology Acceptance Model, Personal Innovation, Behavioural Control, Purchase IntentionAbstract
Advances in digital technology have transformed people’s consumption habits, with the internet evolving into a primary platform for e-commerce. One of the major marketplace platforms contributing to the growth of e-commerce in Indonesia is Tokopedia, which offers various product categories and digital transaction features to facilitate online shopping. This study employed a quantitative method using data collected through questionnaires distributed via Google Forms to Tokopedia users in Sidoarjo aged 17–45 years. The sampling technique applied was purposive sampling, involving 96 respondents. The collected data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with the assistance of SmartPLS. The results indicate that all independent variables significantly and positively influence online shopping interest. Furthermore, the R-Square value demonstrates that the research model effectively explains online shopping interest among Tokopedia users. Ease of technology use, openness to innovation, and confidence in online transactions are important factors influencing purchasing interest.
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